When a Tesla owner took to Twitter to complain that his local charging station was usually full of charged cars whose owners treated the station like a carpark, Tesla CEO Elon Musk paid attention.
In less than a week, Tesla policy had changed to make owners pay extra for every minute fully charged cars spent taking up valuable space at the Supercharger. It would be fair to guess that, after an experience like that, the customer who made the complaint is now firmly in Tesla's 'advocate' camp.
As any business knows, turning buyers into advocates is an important step for long-term success. Not only are repeat customers more likely to buy from you, they can also spread the word.
Brand loyalty is largely won or lost based on customer experience – and many Australian brands simply aren’t delivering the kind of service that could convert their one-time buyers into brand loyalists.
According to the latest Australian Digital Experience report, people who indicated they had a positive customer experience were five times more likely to stay loyal to the brand. So, what does a business need to know about customer experience, and how can they turn the tables on buyer dissatisfaction?
Understanding customer experience: Net Promoter Score (NPS)
While social media has amplified the voice of the customer, it usually only brings to light the most polarised experiences. You may be aware of the highest praise and the worst complaints of your customers, but what can you say about your average customer experience? Surveys are often overlooked as a way of capturing customer sentiment and identifying what you’re doing right or wrong.
Enter: The Net Promoter Score (NPS).
The primary purpose of NPS is to measure customer loyalty and, to a lesser degree, project revenue.
Your NPS is calculated by creating a single-question customer survey. Your customers are asked to rate on a scale from zero to 10: 'How likely is it that you would recommend [brand] to a friend or family member?
Respondents fall into three categories: Promoters, those who rate 9–10; Passives, those who rate 7–8; and Detractors, those who rate 0–6. The NPS is created by subtracting the total percentage of Detractors from the total percentage of Promoters. Scores range from -100 to 100, with more than 0 being good and more than 50 points being excellent.
After the example of Tesla's flexibility and commitment to customer experience described above, what do you think Tesla's NPS is?
At last count, a staggeringly high 97.
To get a better understanding of your customers’ preference, prompt them with additional questions to allow them to explain their score.